AT&T Consumer Identity

With AT&T’s new Consumer Brand Strategy launching, we needed to examine how we interacted with our customers. The new brand strategy was focused around 4 tenets. These were Built Around You, Basics Done Better, Best-In-Class-Service, and Giving More Than Expected. A new identity was created to help bring these new behaviors to life.

Consumer Brand Strategy

Today’s consumers live in a world of products, services, and experiences that are custom-tailored to their personal tastes and fine-tuned to their daily needs. They want to feel like they are getting more than they give and that business happens on their terms, when and where they want it. As a result of this, AT&T underwent a major renovation in how it behaves and interacts with consumers. A major component of this was a completely new Consumer Identity centered around the consumer, and not technology stats, or deals. This comes to life with our blue embrace as a way of making customers feel welcomed and a plane built around them.

Consumer Toolkit Overview

Our aim for this overhaul was to build a rich, layered world that helps us tell engaging stories in authentic and human ways. Every asset plays a role in bringing clarity and simplicity to our message, humanity to our expression, and vibrancy to our visuals—creating a deep sense of inclusion and making consumers feel like our brand is for them.

Application Examples

Here are a few ways we bring our Consumer toolkit to life.